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Are you neglecting "Alternative" engines?

Posted on 2.26.2006
JupiterResearch, a division of Jupitermedia Corporation (Nasdaq: JUPM), today revealed that 40% of search marketers are missing out by using only Google and/or Yahoo! for their campaigns. According to a new JupiterResearch report entitled: "Engine Selection Strategies: Campaign Expansion Demands Management Tools" authored by Sapna Satagopan (available at www.jupiterresearch.com), marketers who possess better management technologies are the ones capitalizing on using a broader range of search engines.

"Even though search engine usage by marketers has broadened in the past couple of years, marketers are still slow to test the newer search providers," said Sapna Satagopan, Research Associate at JupiterResearch. "Lack of management tools and relatively low traffic volume are the biggest deterrents," added Satagopan. In contrast, the JupiterResearch report reveals that one-third of sophisticated marketers find that adding new search engines drive up their clicks.

The JupiterResearch report also finds that only 19% of search marketers make the cut as "sophisticated" - the ones using the technology to enable testing and expansion. "Increasing competition and rising keyword prices should motivate search marketers to look for newer, viable opportunities to diversify their incoming traffic," said Satagopan.

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